For years, the beauty industry has used female faces for their biggest campaigns.
Celebs such as Cate Blanchett, Emma Stone and Blake Lively have all lent their beautiful faces to the campaigns of your favourite products, but it looks like Maybelline have decided to break the mould.
After Covergirl revealed their very first Coverboy, James Charles, Maybelline have welcomed make-up artist Manny Gutierrez into their legendary ranks.
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In his Instagram biography, Manny says that he thinks, "boys deserve just as much cosmetic recognition," as women and it looks like 2017 will be the year that it truly happens.
He has become the face of Maybelline's Colossal Big Shot mascara alongside blogger Shayla Mitchell and now that two incredibly talented men have been brought into the beauty industry, 2017 may be the year where they dominate.
There are so many male make-up artists in the world who have not had the same recognition in the industry as females.
2017 seems to be the year that diversity takes centre stage and by bringing Manny into Maybelline family, it looks like we'll be seeing more of our favourite male beauty gurus in make-up stores this year.
2017 you are off to an AMAZING START OMG! So excited to finally announce that I am part of the @maybelline #bigshotmascara campaign! Honestly I couldn't be more honored thrilled! Thank you to Maybelline for taking a chance on me! I look forward to working together so much more 😍😍😍 #Maybellinepartner #IworkedwithMaybellineOMG #pinchme #notthathardthough
Image: @mannymua733 Instagram